The bonbuz persona is a fun, versatile drink that has a TON of potential. Bonbuz combines the consumer trends of buying more natural food/beverage products, with the our generation's inclination to stay busy and use energy drinks to maintain our productivity and energy levels. We have a generation of "doers" and I think this product can help the "doers" do more. I believe there are three major outlets of marketing this product: 1. Focusing on not relying on alcohol to have a good time. Though every four out of five college students drink alcohol, there have been increased expectations for college students to drink and consume dangerous amounts of alcohol when socializing. Introducing this product on Tik Tok through fun experiences like going to parties, sporting events, and concerts would encourage others to try the same. 2. Another aspect of Gen Z is our focus on exercise. If I understand the product correctly, not only would bonbuz energize someone who works out, but it would do so with natural ingredients thus maintaining their health goals. 3. As mentioned before, we are a generation of "doers." There is a consumer demographic of college students who study constantly to earn good grades. A plat-based healthier alternative to Monster, Bang, and Celsius would definitely be enticing to me and many other students that attend rigorous colleges. I am a senior at Saint Joseph's University, and I know that I would drink this beverage for all of the reasons listed above. With creative Tik Tok ideas that catch a wide range of viewers by keep up with trends, appeal to the persona of helping "doers do more," and stressing the health benefits of Bonbuz and health detriments of excessive alcohol, Bonbuz could create a big "bon-buzz" around a lot of major college campuses.

The hardest aspect of marketing is getting the consumer's attention. In today's digital world, it is effortless for consumers to scroll past an advertisement simply due to the fact that it is an advertisement. Many ads position products the consumer is interested in well based on the cookies generated; however, I believe there is a lot of potential for brands to expand on trends and influencer usage. I believe brands should designate researchers and content creators towards emulating content from Tik Tok trends but in the scope of their business. As Tik Tok continues to dominate Gen Z's social media usage, utilizing influencers is a practice that has significant potential. Due to the substantial number of users on Tik Tok now, there are numerous influencers with over one million followers who average upwards of 330,000 views per post. With a calculated investment on an influencer who is growing increasingly popular and emulates the image of the brand well, a viral post has immense upside towards increasing engagement and purchasing behavior with the products.